Performance Marketing Lead, Aura

• 4–5+ years managing paid media in a B2C or DTC environment. You’ve owned campaigns end-to-end, not just executed briefs -and you’re ready for more autonomy than your current or most recent role
• Deep expertise in Google Ads and Meta: These are the core channels, and you need to be genuinely strong in both. You work inside the platforms daily and understand bidding strategies, Advantage+ mechanics, CAPI implementation, GA4 event schemas, and offline conversion imports
• Analytical rigour: Advanced in Excel or Sheets. Comfortable with at least one visualisation tool (Looker, Tableau, or similar). You make decisions based on statistical significance and can explain your reasoning to non-technical colleagues
• Creative judgement: You can articulate why an ad is working or not, and translate that into actionable briefs. You understand direct response principles and can hold your own in a creative review
• Commercial literacy: You understand how CPM, CTR, and conversion rates interact to drive unit economics. You can build a media plan that maps to a P&L and present it clearly to leadership
• Sensitivity to the category: This isn’t a neutral space. You’re marketing to people thinking about death—often their own. Direct response principles apply, but tone matters. You’ll need to balance performance with genuine care for how the work lands

Desirable

• 1. Media Strategy & Buying: Google Ads: Google is the heart of our growth engine and central to how we’ve built the business so far. We’ve invested heavily in it. We’re looking for someone who can bring fresh perspective, draw on their own experience, and help us see what we might be missing—or what we could do better. Meta: We’ve validated and scaled Meta as a channel, but there’s a large untapped opportunity. The key to unlocking it will be working closely with our Creative Strategist and design team to build a testing process that generates real insight into what’s working and what isn’t. Channel diversification: Test and validate emerging channels (Native, TikTok, Programmatic) with structured experiments. The goal is reduced platform dependency, not proliferation for its own sake. Budget management: Full P&L accountability for the paid media budget. You’ll allocate spend across channels based on where it generates the best return and report on contribution margin to leadership.
• 2. Creative Strategy You won’t produce creative yourself, but you’ll shape what gets made. You’ll work closely with our Creative Strategist and design team to define what to test, learn from performance data, and keep the creative pipeline moving
• Define creative requirements from data: Use performance signals—hook rates, hold rates, CTR by placement, conversion by format—to brief the creative team on what to build next
• Own the testing cadence: Maintain sufficient creative volume to prevent fatigue and learn fast. Champion a test–learn–iterate cycle where creative is treated as a primary performance lever. Balance performance and craft: You’ll work with a creative team that cares about quality. That means holding strong opinions while staying collaborative—navigating the natural tension between what performs and what feels right for the brand
• 3. Measurement & Attribution Building reliable measurement infrastructure across the full funnel is a core part of the job. Some of this is in good shape; some of it needs work
• Own the measurement layer: There’s no dedicated marketing analytics function today. You’ll own attribution, reporting, and data accuracy until that capability is built—which means you’ll design the system you want to operate. Offline conversion tracking: Implement and maintain offline conversion tracking to link digital clicks to phone sales. On Meta specifically, there’s work to do on CAPI and the HubSpot integration. Incrementality testing: Design experiments to measure the true incremental value of our spend—proving we’re generating demand, not just capturing it. Untangle attribution: Attribution across channels can be murky. You’ll establish a defensible model that lets us make confident investment decisions
• 4. RevOps & Sales Alignment
• Build the feedback loop: Sales and marketing aren’t yet connected by a reliable quality feedback loop. You’ll partner with RevOps to build lead scoring, feed quality signals back into bidding, and create a shared definition of what “good” looks like
• Respect Sales capacity: Our advisory team converts leads by phone. Scaling spend without overwhelming them—or flooding them with low-quality leads—is part of the job. You’ll balance volume against what the business can convert
• RevOps partnership: RevOps and marketing ops are still being built. You’ll need to partner closely to get the routing, scoring, and data infrastructure you need
• 5. Commercial Accountability
• Trade on unit economics: Optimise for LTV/CAC ratios and gross profit, not CPA in isolation. Different products have different margin profiles, and your bidding should reflect that
• CRO collaboration: CRO is a planned hire but doesn’t exist yet. In the interim, you’ll partner with Product on landing page experimentation. Expect some ambiguity about ownership—you’ll help define the line